Over-reliance on the Internet advertising model adversely
affected the companys financial fortunes
Diversification and brand extensions were and are critical to
Yahoo!s past and future success
Yahoo! has accumulated significant bran
As the Internet economy foundered, however, Yahoo!s
expansion grew more aggressive, particularly in the product
dimension. In 2000, 90 percent of Yahoo!s revenues came
from advertising. This figure was reduced to 80 percent in 2001,
expanded onsite offerings, such as Yahoo! Finance, Yahoo!
Travel, or the Yahoo!ligans kids directory. These sites attracted
new users and kept them on Yahoo! pages. For all its brand
extensions, Yahoo! used a sub-branding strategy.
Oracle, which is a tongue-in-cheek definition of the search
engine in technology jargon. The name was meant to convey the
fun and excitement of using the Internet, without any
complicated technological associations that would dissua
questions before class:
Describe the sources of equity for the Yahoo! brand. Did
these sources change during Yahoo!s history? If so, how?
How did Yahoo!s marketing program contribute to the
companys success? What changes, if a
Nivea entered. You can also discuss the challenges of the
entering the U.S. market. One useful point to consider is
whether BDF should attempt to leverage their European
(although not necessarily German) heritage in marketing Nivea
brand as a whole (perhaps reinforced through a family
brand ad) and assume they trickle down to the sub-brands
Create mildness and gentleness associations to the collection
of sub-brands through a product umbrella ad that
There are a number of specific issues for each sub-brand that
can be considered in the process, time permitting. For example,
Visage is a very different type of sub-brand that
analysis can turn to the sub-brands and brand extensions. As is
usually the case, it helps to elicit the brand hierarchy and put it
on the board. A few preliminary comments can be made
concerning the range and scope of the Nivea bra
To demonstrate proper communication strategies with a
This case is the one with which you may be the quite familiar.
Nevertheless, it can be an excellent means to examine brand
extensions and brand hier
Advantages of brand mantra for brand focus
Importance of proper positioning
Value of strong corporate brand
Dangers in taking short-cuts in building a strong global
(CASE III) Nivea: Managing a Brand Portfolio
The case discussion can be extended with a look at Nikes image
problems in India. Students can identify the various contributors
to these problems, such as labor relations, swoosh
ubiquity, endorsement proliferation, and aggressive
usage imagery. Nikes advertising in general, and the Just Do
It campaign in particular, can be analyzed some in terms of its
contribution to brand equity. The power of the slogan a three
word summary of the self-empowerment that the
an official sponsor for the Olympics have on the companys
relationship with consumers?
Why did Nike become a target for critics of globalization?
Do you think Nikes response to allegations of unfair
global labor practices was app
MTV used an innovative idea combined with brand
management to build a strong brand
Building awareness is the vital first step in the customerbased brand equity model
MTV designed its brand to be more po
MTV excelled above most other cable networks. The television
medium consists of images, which made it easy for MTV to
convey a variety of imagery components and personality traits.
Students can be asked to list MTV imagery associati
VJ loft to the moon landing logo, were carefully designed
and/or selected to reflect the core values and key associations of
the channel. You can enumerate these values and associations,
which include music, youth culture, subvertin
Describe the current sources of MTVs brand equity. How
have they changed over time?
Discuss the role of the Internet in MTVs programming.
How should MTV best integrate the Internet into its
How have MTVs sister netwo
LIVE INDUSTRY PROJECTS
This assignment is based on the basics of Brand Management.
As you must have studied this as a chapter in Marketing course,
based on that knowledge background we will dis
relationship oriented towards a database vendor. You can
readily see how industry standards and the open source
movement has a profound impact on modularity when it
comes to technology and the Internet.
So, ask yourself: Is what you
For example, switching costs can come in the form of training
or replacing people, or even new procedures that are geared to
work with a specific seller (such as information links or administrative
When a buyer mus
who purchase the software dependent on MS2.com.
Now, before concluding that it must be complex (like fancy
software) to be strategic, heres another example.
When NutraSweet (a sweetener) first entered the market, it sold
Dependence is The Key
Academics in marketing and sociology have, based on several
years of close observation, pointed out the importance of
dependence in understanding close relationships.
In short, business customers want a close r
elements over time but remain true to their heritage.
External brand communication must portray the brands
strength, image, and leadership across a variety of vehicles
Great brands are built from the inside out.
brands essential value proposition or promise. The goal of the
current study is to examine how business-to-business
organizations successfully create industrial, commercial, or
technology brands. What processes are used? What resear
changing market conditions and organizational forms.
The report explores three key findings related to issues of brand
Effective business-to-business branding establishes a
strong corporate or competency
traditional managerial mind-set focused on products, production,
and distribution rather than creating perceptual value in
the minds of customers.
In spite of the unique nature of commercial and industrial
marketing, brands are buil
This study sought to examine five key areas of business-tobusiness
Brand architecture-how best-practice organizations
balance and manage corporate,
divisional, and product brands and leverage brand equities
For Business Branding, Get A Branding Agency
The best way to assure that you can be certain your company
ends up with strong business branding is by hiring a branding
consultant or agency. Its their job to get to know you and your
On completion of this lesson you should know:
What is B 2 B Branding
b. How it works and its importance
Business to business branding is for when you offer services or
products to other businesses. The branding part co